Wendy PerrinCondé Nast TravelerDirector of Consumer News & Digital Community

Country Image &Cul inary Connect ion

DRINKS AROUND THE WORLD

Pisco Sour in Peru Caipirinhas In Brazil

Beer In Belgium

Scotch in Scotland

Port in Portugal

Sherry From Spain

Stout from Ireland

BEST CULINARY EXPERIENCE IN WORLDHow do you form your “best culinary” opinion?83% First-hand experience53% Travel magazines40% Talking to family and friends32% Guide books30% Food magazines26% Television programs22% Expert opinions

17% Zagat ratings17% Reviews/recommendations17% Food and dining blogs17% Local press13% Search engines7% Social media

CONDÉ NAST TRAVELERS

Current travel habits

• 5 long-haul (flights at 8+ hours) international trips a year

• 56 hotel nights for long-haul trips• $6,980 spent per vacation • Travel to Australia/New Zealand

• 5% traveled in last 12 months • 9% are considering a trip in the

coming year

Today’s traveler is…

• A foodie: 85% “enjoy trying new restaurants”• Curious: 82% completely agree “there’s no better

way to learn about cultures than through travel”• A leader: 77% say, “Traveling enables me to be

ahead of the curve on culture, business, politics, cuisine and style”

• Social: 72% love sharing their travel experiences(86% of travelers 18-34)

CONDÉ NAST TRAVELERS

FOOD FANATICS

“We strongly discourage the use of cell phones, unless

you’re posting food porn on Instagram. #EMPELLON”

– menu at Empellón Restaurant, New York City

#foodie #yum #nom #foodporn #instafood

PREFER FINE OVER FASTEvery month, I eat at…

• Fine dining 68%• Café 66%• Coffee shop 50%• Casual chain 46%• Lounge or bar 39%• Fast food/quick serve 38%• Michelin-starred 13%• Food trucks 11%

But not TOO fancy

AND WINE OVER WATEREvery month, I dr ink…

• Wine 79%• Bottled still water 68%• Cocktails 58%• Shelf spirits 56%• Premium spirits 54%• Craft beer/microbrew 42%• Import beer 41%• Bottled sparkling water 40%• Champagne 27%• Mass beer 25%• Aperitifs 18%

TRAVEL MOTIVATIONSThen

• Planned “cultural experiences”• Checking sights off a list• Visit museums and monuments • Typical tourist fare• Going by guidebooks• 80% of travelers cited culture as top

motivator in 2009. Dropped to 69% in 2013

NowVS

• Local immersion • Finding new sites off the beaten

path• Visit local artists and artisans• Resident’s favorite hidden gems• Listening to friends and fellow

travelers • 85% are driven by the “need to

know, explore, and experiment”

TRAVEL EXPERIENCES

Wil l t ravel for food

• Dining out is the #1 vacation activity

• 62% want to enjoy culinary, wine or liquor tastings while traveling—up from 51% in 2012

• 52% have planned a trip that has centered on culinary—up from 43% Mercado Central

ITALYFOOD & WINE

• Cooking experiences, truffle hunts• Rustic/authentic

(not extravagant or Michelin-starred)• Connection with interesting,

charismatic locals• Private homes/estates/vineyards• Exclusive personal attention• Element of surprise

IMPORTANT ELEMENTSWhich is important while traveling?

72% Fresh seafood60% A national style of cooking I like59% A cultural heritage of food and wine56% A range of multicultural food options 53% Natural fruit and vegetables51% A country’s overall culinary reputation47% Local foods grown/raised in pristine environments43% High grade meat and livestock43% Interesting and exciting street food41% Renowned cheese and dairy36% Vineyards with great food offerings34% Award-winning restaurants23% Award-winning wineries

INTERESTING ACTIVITIES

Which are of interest while traveling?

86% Eating authentic regional cuisine69% Sampling artisanal products66% Fine dining65% Tasting locally made wines or beers64% Shopping at local markets61% Touring local wineries or breweries

MEALS INTO MEMORIESWhat makes a din ing exper ience unforgettable?The majority say…

91% Great-tasting food80% Overall service62% Warm welcome from staff/owners58% My dining companion55% A gorgeous view for you53% Décor/ambiance50% Unique cooking style or ingredients50% Surprises from chef during the meal

Not to be forgotten…47% Variety of menu offerings41% Celebrating a special occasion41% Quality, organic or local ingredients40% Great value38% Dining outdoors/al fresco30% Wine/spirit and food pairings27% Wine selection17% Chef reputation10% No formal menu8% Big splurge

The majority say…

71% What I tasted during the experience63% My companions62% Location of culinary experience 50% Ingredients

Not to be forgotten…41% Staff who created the experience39% What I learned from the experience 37% Homemade/artisanal 33% Wine/spirit and food pairings29% Trying cool activity never done before26% Store/place where bought food or had the experience26% Place of origin (food grown or made)24% Stories heard during the experience16% Packaging6% Expert ratings

What makes a non-restaurant cul inary exper ience unforgettable?

UNFORGETTABLE FOODS

“Eating Mallorca in San Juan, Puerto Rico. Visited a 100 year old cafe called Le Bombanerra with my husband on our honeymoon. The cafe was weathered and full of regional flair. The old coffee maker which was as old as the restaurant itself made the best coffee I've ever tasted, the front window on the street was filled with pastries. We ordered some inside to go with the coffee, We sat in the noisy cafe chatting with each other and enjoying our coffee and pastry. Both of which were unique to the region, the cafe was filled with locals and tourists alike. A real gem.”

“Cooking classes in Thailand. It was so magical because they took us out into the gardens to pick all the vegetables and herbs needed for the dishes. Great learning experience.”

“An early morning hot-air balloon ride over the Willamette Valley celebrating the release of a vintage pinot noir -- including pours in the basket -- followed by a champagne breakfast back on the ground. And it was our first balloon ride, a magical experience by itself.”

The majority say…

64% My companion61% Wine and food pairings56% Style of wine selection 52% Location of wine drinking

Not to be forgotten…

35% Not having to drive home afterward 35% Country of origin 26% Sommelier service18% Waiter service

What makes a wine exper ience unforgettable

WINE TO WRITE HOME ABOUT

SHERRY & PORT• New, up-and-coming wineries

and winery resorts• Hot architecture/wonders of the

world• Wine tasting combined with

river cruising• Colorful local festivals• Hands-on participation

in the winemaking

SPAIN & PORTUGAL

A BETTER EXPERIENCE

What would change your percept ion of a food exper ience or wine brand?

44% Customer service (waiter, sommelier, owner)43% My companion liked it40% Learning how it’s made37% Recommendation from expert you’re

learning from during the experience37% Knowing it’s homemade or locally made29% Natural ingredients23% Reading recommendations from an expert21% Eco and sustainable practices of company18% Reading customer recommendations 16% Award-winning product or experience 5% Expert opinion on packaging or in signage

91% Tasting and

liking it

WHISKEY• Exclusive tastings and

pairings• Private clubs, off-limits

cellars• Scotland food boom• Michelin stars matter

SCOTLAND

Denmark, Copenhagen

What places a city on the culinary

map?

Gaston Acurio, ambassador to Peruvian cuisine

Lima, Peru

WORLDWIDE

Wendy PerrinCondé Nast TravelerDirector of Consumer News & Digital CommunityCountry Image &Cul inary Connect ion

Contact:E-mail: wendy@condenasttraveler.comTwitter: @wendyperrin